Microsoft Vista to sponsor catch-up content on ITV.com

by Milly Glaister, Media Week 20-Oct-08, 16:00

LONDON - Microsoft operating system Vista will be the first sponsor of catch-up TV content on ITV.com, as part of an integrated campaign across ITV platforms.

Microsoft's sponsorship will focus around the "I'm a PC" campaign that Microsoft hopes will invigorate consumer interest in Windows products in the face of rivalry from Apple, Linux and Firefox.

Microsoft will be the first advertiser to exclusively sponsor the catch-up section - one of the highest-viewed areas across the ITV.com portal.

The deal was negotiated by Universal McCann, which was responsible for media planning and buying for the "I'm a PC" campaign in the UK. It includes all ad placements, pre-rolls and integrated sponsorship branding. Microsoft Vista will also benefit from a number of homepage takeovers on The X Factor homepage.

The ITV.com website hit a record high earlier this month, with enthusiasm around The X-Factor, Premier League football and Formula One destination sites all contributing to 656,000 users visiting the site on Sunday, 12 October.